# Soccer Dad Ads The Ford S-max Campaign Tells Men "Don't Be the Minivan Guy" By Meghan Young | Published 2012-08-23 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/ford-smax-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/08/ford-s-max-dont-be-the-minivan-guy/) & [saatchi](http://www.saatchi.com/) The Ford S-Max campaign makes an important appeal to men from all walks of life: "Don't be the minivan guy." It hilarious depicts exactly what this type of guy would be. A straight-laced soccer dad, he is that forgettable man who drops their kids off at school and is always at work on time. Conceived and executed by BBR Saatchi & Saatchi, an ad agency based in Israel, the Ford S-Max campaign was art directed by Kamil Mekhti with creative direction by Eran Nir. Although it markets a minivan, which would seem to go against the message the car company is trying to send, the Ford S-Max campaign effectively shows that this one is much different from others. Specifically, it's sporty. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 37% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Anti-minivan Movement:** Opportunity for car companies to create campaigns that challenge the stereotype of minivans as uncool and appeal to a wider range of consumers. - **Humorous Advertisements:** Growth in the use of comedic storytelling in advertising campaigns to engage and entertain audiences while delivering a brand message. - **Unique Features Highlighting:** Trend of emphasizing distinct features in advertising campaigns to differentiate products in highly competitive markets. ### Sectors Adopting This - **Automotive:** Automobile manufacturers can capitalize on the anti-minivan movement by designing and marketing sporty minivans that appeal to style-conscious consumers. - **Advertising:** Advertising agencies and brands can explore the use of humor as a strategy to create memorable and effective campaigns that resonate with consumers. - **Creative Services:** Opportunity for creative agencies to help brands highlight unique features of their products through engaging and impactful advertising campaigns. ## Related on Trend Hunter - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [AI-Lead Car Ads](https://www.trendhunter.com/trends/Be-Surreal-Be-Ford.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Hands-Free Driving Campaigns](https://www.trendhunter.com/trends/passenger-princess.md) - [African American-Inspired Auto Campaigns](https://www.trendhunter.com/trends/What-in-the-Frunk.md) - [Soccer Star-Fronted Soda Campaigns](https://www.trendhunter.com/trends/thirsty-for-more-campaign.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md)